Google, size and the suc­cess para­dox


Mo­bile point-of-sale ser­vice No­manini is tak­ing the world by s t or m. The of­fer­ing, which fa­cil­i­tates cash pay­ments in emerg­ing mar­kets, an­nounced ear­lier this year that it had scaled into six coun­tries across Africa in just four years. In Jan­uary, No­manini was pro­cess­ing over 1m trans­ac­tions per month.

Launched in 2012, the com­pany was cre­ated with Africa in mind and aims to be the pre­ferred method for do­ing trans­ac­tions in in­for­mal mar­kets. The mo­bile ser­vice has a range of brightly coloured point-of-sale de­vices that are used by op­er­a­tors for sell­ing air­time, elec t r i c i t y a nd i nsurance, or f or pro­cess­ing mi­croloans.

The easy-to- use de­vice can be placed at a re­mote point of sale, like a spaza shop in ru­ral South Africa. This means that cel­lu­lar air­time can be sold any­where, mak­ing it con­ve­nient for con­sumers, and of­fer­ing much bet­ter reach and dis­tri­bu­tion to mo­bile op­er­a­tors. Plus it en­ables rev­enue gen­er­a­tion for the stores or in­di­vid­u­als who use the de­vices to sell air­time. SIM­PLE AND AC­CES­SI­BLE “We wanted the de­vice to be sim­ple and ac­ces­si­ble to peo­ple of all lan­guages so we de­cided not to in­clude a screen. This made the de­vice much more re­silient and forced us to en­sure that the process for ac­cept­ing trans­ac­tions is as easy as pos­si­ble,” says No­manini’s co-founder and CEO Vahid Mon­ad­jem.

Ac­cess to on­line ar­ti­cles, videos and ed­u­ca­tional tools is greatly im­proved by a re­li­able in­ter­net con­nec­tion. By be­ing able to ac­cess a first- class net­work to the class­room, stu­dents have greater op­por­tu­ni­ties.

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